PSYCHO BUNNY
X FATHER’S DAY
The Challenge
As Father’s Day is one of Psycho Bunny's most prominent press initiatives, our team ideated on how to make a splash for the holiday by conceptualizing a personalized mailer for press to celebrate the father figure in their lives. By gifting mailers to the top press and voices in media, Psycho Bunny aimed to increase brand awareness and coverage opportunities heading into Father’s Day.
In order to also amplify awareness in commercial markets and in the entertainment industry, Psycho Bunny engaged highly influential content creators leading the charge of family-focused content to partner with ahead of Father’s Day. The goal was to partner with content creators who not only aligned with the Psycho Bunny mission, but creators who have loyal and dedicated followings which would ultimately drive sales and engagement to the brand’s website.
data-driven results
The Brand Agency created a robust list of top-tier editors and writers at the industry’s key media outlets, such as GQ, Complex, Men’s Journal, and many more. The personalized mailer, which included Psycho Bunny swag, branded golf balls, and select apparel items, created a lasting impact on our recipients and aided us securing sought-after press coverage for Father’s Day. Our efforts overall included gifting to over 30 key outlets and generated over 7 billion media impressions. Relationships with these top editors have been strengthened as Psycho Bunny will now be top of mind for upcoming stories.
Our team also curated a specifically-tailored list of content creators that targeted each aspect of the campaign. Leveraging our extensive pop culture knowledge and longstanding industry relationships, we were able to foster partnerships with some of the industry’s most recognized influencers. The Brand Agency served as a liaison between the brand and talent, negotiating contracts, expediting and reviewing content approvals, and ensuring each deliverable went live as scheduled. Through our efforts, the campaign generated buzz both on social and digital media outlets, resulting in over 300M impressions.
